Monitoring Individual Viewing of Television Events Using Tracking Pixels and Cookies

ABSTRACT

A real-time content identification and tracking system enabling monitoring of television programming consumption specific to an individual television or other viewing device. Metrics collected may include data regarding viewing of specific broadcast media, commercial messages, interactive on-screen information or other programming, as well as locally cached, time-shifted programming. Information about media consumption by such specific television sets or other viewing means may be returned to a commercial client of the system through a trusted third-party intermediary service and, in certain embodiments, encoded tokens may be used to manage the display of certain events as well as to enable robust auditing of each involved party&#39;s contractual performance.

CROSS-REFERENCES TO RELATED APPLICATIONS

The present application is a Continuation of U.S. patent applicationSer. No. 14/763,158, filed Jul. 23, 2015, entitled “MONITORINGINDIVIDUAL VIEWING OF TELEVISION EVENTS USING TRACKING PIXELS ANDCOOKIES,” which is a National Stage Entry of PCT/US14/72255, filed Dec.23, 2014, entitled “MONITORING INDIVIDUAL VIEWING OF TELEVISION EVENTSUSING TRACKING PIXELS AND COOKIES,” which claims the benefit of U.S.Provisional Patent Application No. 61/920,086, filed Dec. 23, 2013. Thepresent application is also a Continuation-in-Part of U.S. patentapplication Ser. No. 14/551,933, filed Nov. 24, 2014, entitled “METHODSFOR IDENTIFYING VIDEO SEGMENTS AND DISPLAYING CONTEXTUALLY TARGETEDCONTENT ON A CONNECTED TELEVISION.” The entire contents of each of thepatent applications identified above are hereby incorporated byreference in their entirety for all purposes.

BACKGROUND

The traditional television (TV) viewing experience and the process ofaccessing video media over the Internet have been converging for sometime and are now becoming co-dependent. As a business model, both ofthese forms of media delivery have experimented over the years withmonthly subscription fees and pay-per-view revenue models, but theadvertising-supported model remains the dominant economic engine forboth.

Financial support from advertisers is usually based on the number ofviewers exposed to the advertisement with the advertiser being charged afee for every thousand “impressions” or times that the advertisement isviewed; usually called “cost per thousand” or “CPM”. Generally speaking,higher CPM rates are charged for advertising that can provide additionaldetails about those individual impressions, such as the time of day itwas viewed or the market area where the viewing occurred. Associatingthe impressions with demographic information regarding those seeing theadvertisement is even more valuable, particularly when that demographicis one that advertisers believe to offer better prospects for positiveactions regarding the product or service being promoted.

For content accessed by personal computers or any other type ofInternet-connected device, a viewer's Internet browsing activities maybe readily detected and captured via various techniques. The most commontechnique is the use of a “cookie”, also known as an HTTP cookie, webcookie, or browser cookie. This is a small data file sent from thewebsite being browsed to the user's browser. The browser then sends thecookie back to the server every time the website is re-loaded so thatthe server can be made aware of the user's previous activity on thatserver. This approach enables “shopping carts” to retain earlier,uncompleted purchases, and to pre-authenticate users so that they do notneed to re-enter certain identification.

Cookies may also be used to build a history of previous browsing. Suchinformation is beneficially used to enable the presentation ofcommercial offers that are more likely to be of interest to the userthan arbitrary placements. For example, a user in Philadelphia whobrowses a search engine, such as Google, to look for say, “Hotels inSeattle,” would find that many websites browsed later would bedisplaying ads for Seattle travel, tours, entertainment, localattractions, and other custom-served offers. This is a result of certaindata about the search activity being stored locally on the user'scomputer in the form of a data cookie.

Another common technique leverages the fact that most commercial webpages are not wholly self-contained. For a variety of technical andcommercial reasons, many elements seen on the displayed web page areinstead assembled “on the fly” by using content downloaded from manydifferent servers, often geographically dispersed. Hence the screenlocation where a certain picture, animation or advertisement would bedisplayed is often actually blank when initially downloaded, butcontains program instructions, most commonly in the HTML, or JavaScriptlanguages, that makes a request or “call” to the server where the neededcontent resides.

These requests typically include the IP address of the requestingcomputer, the time the content was requested, the type of web browserthat made the request, the nature of the display it has to appear on,and other specifics. In addition to acting on the request and servingthe requested content, the server can store all of this information andassociate it with a unique tracking token, sometimes in the form of abrowser cookie, attached to the content request.

Even where the web page does not need additional content to complete theuser's viewing experience, this same technique can be used to gaininsight into the actions and habits of the person browsing the site,which can then be used to personalize the types of advertising served tothe user. This can be accomplished by programming web pages to request agraphic element from a particular server using an invisible(non-displaying) graphic file known as a “tracking pixel.” These are(usually) tiny image files (GIFs, JPEGs, PNGs, etc.) whose Internetaddress is put into web pages and other HTML documents. When theparticular page containing such a tracking pixel is loaded, the webbrowser then sends a request, typically via the Internet, to a server atthe address of the embedded web graphic. The addressed server sends therequested graphic file (e.g., a tracking pixel) and logs the event ofthe request for the specific graphic. These tracking pixel files aresometimes known by other names such as web bugs, transparent pixels,tracking bugs, pixel tags, web beacons or clear gifs. Regardless of whatthese token images are called, their function is largely the same.

In many commercial applications, an advertiser or its agency or otherthird-party service might decide to track impressions (as discussedabove, an impression constitutes one person viewing one message) with atracking pixel. Each time the advertisement is displayed, code in thedisplaying web page addresses some server, locally or across theInternet, containing the tracking pixel. The server answering therequest then records information that can include the user's IP Address,Hostname, Device type, Screen Size, Operating System, Web browser, andthe Date that the image was viewed.

In traditional TV viewing, commercial ratings data is typicallycollected and analyzed in an offline fashion by media research companiessuch as the Nielsen Company, using specialized equipment sometimescalled a “Home Unit” that the research company has arranged to getconnected to TV sets in a limited number of selected households. Thesedevices record when the TV was tuned to a particular channel, however,there is currently an unmet need for reliable techniques to measurewhether a specific video segment, (either broadcast content oradvertisement) was actually watched by the viewer. Meanwhile, there isstill no truly reliable process for confirming if and when broadcastcontent that has been recorded and stored on a DVR or the like is viewedat some later time.

Further, with existing monitoring services, such as Nielsen, there is amaterial delay between the time a program is broadcast and theavailability of reliable, broadly-sampled information about whatprogramming was watched in which markets and by what demographics ismade available to either the content providers or advertisers. It isalso a matter of significant controversy how valid the projections tothe whole U.S. could be when they have been extrapolated from such asmall sample of potential viewers (estimated to be approximately one outof every ten thousand households).

Consequently, the ability to accurately determine in near real-timeexactly what TV program or advertisement each and every TV viewer in theU.S. is watching at any moment has long been an unmet market need. Onereason this has been such a challenge is because it would require beingable to identify not just what channel has been tuned to, butspecifically what content is being watched, since the media actuallybeing consumed by the viewer can include not just the scheduledprogramming but also regionally or locally-inserted advertisements,content that has been time-shifted, or other entertainment products.

Some attempts have been made to use audio matching technology to mapwhat is being heard on the home TV set to a database of “audiofingerprints.” This is a process that purports to match the fingerprintsto certain specific content. The speed and reliability of suchtechnology that has been made commercially available to date has beenfound to have limitations. Video matching of screen images to knowncontent is computationally more challenging than using audio buttheoretically more accurate and useful. Matching the video segment beingviewed to a database of samples (including those extracted only secondspreviously from a live TV event) has offered a substantial technicalchallenge but has been effectively employed and is taught in U.S. Pat.No. 8,595,781, among others.

SUMMARY

The subject matter disclosed in detail below is directed to a real-timecontent identification and tracking system enabling monitoring oftelevision programming consumption specific to an individual televisionor other viewing device. Metrics collected may include data regardingviewing of specific broadcast media, commercial messages, interactiveon-screen information or other programming, as well as locally cached,time-shifted programming. Information about media consumption by suchspecific television sets or other viewing means may be returned to acommercial client of the system through a trusted third-partyintermediary service and, in certain embodiments, encoded tokens may beused to manage the display of certain events as well as to enable robustauditing of each involved party's contractual performance.

More specifically, the systems and methods disclosed herein enable theidentification of a video segment being watched or the identification ofan interactive message being displayed on a video screen of anyconnected TV viewing device, such as a smart TV, a TV with a cableset-top box, or a TV with an Internet-based set-top box. Furthermore,this video segment identification system accurately identifies thesegments whether broadcast, previously recorded, or a commercialmessage, while incorporating that ability into an integrated systemenabling the provision of a number of new products and services tocommercial clients in many ways similar to the usage trackingfunctionality provided by so-called cookies and tracking pixels formedia consumption over the Internet. Various embodiments of systems andmethods are described in detail below from the perspective of commercialpracticality.

The ability to monitor the viewing of events on Internet-connectedtelevisions at a multiplicity of locations can be used in conjunctionwith the display of contextually targeted content. The contextuallytargeted content is usually embedded within a contextually targeteddisplay application module (hereinafter “contextually targeted displayapplication”). One or more contextually targeted display applicationsare then sent ahead of time from the central server means to (and loadedin) each participating TV system prior to the display of a video segmentof interest associated with those application modules. Sometimes when acontextually targeted display application is executed, the contextuallytargeted display application calls out to other servers across theInternet to get additional (or current) information to update, or addto, the content already embedded within the application module. Allcontent of a contextually targeted display application, whether sent inadvance or retrieved on execution, appears within the framework of acontextually targeted display application window which pops up on the TVscreen for the user to view and sometimes interact with. It should beappreciated, however, that sometimes the contextually targeted displayapplication's role is not to display anything but rather to simply callan embedded URL address (or send an embedded encoded token) to triggeran auditing means to register (i.e., log) a viewing event.

One aspect of the subject matter disclosed in detail below is a method,performed by a computer system, for automatically logging a viewingevent on a screen of a television system, comprising the followingoperations: (a) storing a respective reference data set for each of amultiplicity of reference video segments in a database; (b) loading amultiplicity of contextually targeted display applications in a memoryof the television system, each contextually targeted display applicationhaving a respective tracking pixel URL address embedded therein; (c)receiving video fingerprints from the television system at a server, thevideo fingerprints being derived from television signals for respectiveportions of a video segment being displayed on the screen; (d) searchingthe database to identify a reference data set that most matches thevideo fingerprint; (e) in response to identification of the matchingreference data set in operation (d), identifying a contextually targeteddisplay application which is associated with the matching reference dataset; (f) in response to identification of the associated contextuallytargeted display application in operation (e), sending a signalidentifying the associated contextually targeted display application tothe television system; (g) sending a request for a tracking pixel fromthe television system to a server using the tracking pixel URL addressembedded in the associated contextually targeted display application;(h) sending a tracking pixel from the server to the television system inresponse to receipt of the request for a tracking pixel; and (i) loggingreceipt of the request for a tracking pixel in a memory of the server.The request for the tracking pixel may include information identifyingthe TV system, information indicative of the geographical location ofthe TV system, information identifying the contextually targetedcontent, and the time when the request for the tracking pixel wasreceived by the server.

Another aspect of the subject matter disclosed below is a system forautomatically logging a viewing event on a screen of a television systemthe system comprising a television system having a screen, first andsecond servers, and a database which communicate via a network. Thedatabase stores a respective reference data set for each of amultiplicity of reference video segments. The television system isprogrammed to derive video fingerprints from television signals for arespective portion of a video segment being displayed on the screen. Thefirst server is programmed to: load a multiplicity of contextuallytargeted display applications in a memory of the television system, eachcontextually targeted display application having a respective trackingpixel URL address embedded therein; receive the video fingerprints fromthe television system; search the database to identify a reference dataset that most matches the video fingerprint; identify a contextuallytargeted display application which is associated with the matchingreference data set; and send a signal identifying the associatedcontextually targeted display application to the television system. TheTV system is further programmed to send a request for a tracking pixelto the tracking pixel URL address embedded in the associatedcontextually targeted display application, which tracking pixel URLaddress is located at the second server. The second server is programmedto receive the request for a tracking pixel from the television system,send the tracking pixel to the television system, and log receipt of therequest for a tracking pixel in memory.

A further aspect is a method, performed by a computer system, forautomatically logging a viewing event on a screen of a televisionsystem, comprising the following operations: (a) storing a respectivereference data set for each of a multiplicity of reference videosegments in a database; (b) loading a multiplicity of contextuallytargeted display applications in a memory of the television system, eachcontextually targeted display application having a respective encodedtoken embedded therein; (c) receiving video fingerprints from thetelevision system at a server, the video fingerprints being derived fromtelevision signals for respective portions of a video segment beingdisplayed on the screen; (d) searching the database to identify areference data set that most matches the video fingerprint; (e) inresponse to identification of the matching reference data set inoperation (d), identifying a contextually targeted display applicationwhich is associated with the matching reference data set; (f) inresponse to identification of the associated contextually targeteddisplay application in operation (e), sending a signal identifying theassociated contextually targeted display application to the televisionsystem; (g) sending an encoded token embedded in the associatedcontextually targeted display application from the television system toan auditing server; (h) decoding the encoded token at the auditingserver; and (i) logging receipt of the encoded token in a memory of theauditing server.

Yet another aspect is a system for automatically logging a viewing eventon a screen of a television system the system comprising a televisionsystem having a screen, first and second servers, and a database whichcommunicate via a network. The database stores a respective referencedata set for each of a multiplicity of reference video segments. Thetelevision system is programmed to derive video fingerprints fromtelevision signals for a respective portion of a video segment beingdisplayed on the screen. The first server is programmed to: load amultiplicity of contextually targeted display applications in a memoryof the television system, each contextually targeted display applicationhaving a respective encoded token embedded therein; receive videofingerprints from the television system, the video fingerprints beingderived from television signals for respective portions of a videosegment being displayed on the screen; search the database to identify areference data set that most matches the video fingerprint; identify acontextually targeted display application which is associated with thematching reference data set; and send a signal identifying theassociated contextually targeted display application to the televisionsystem. The TV system is further programmed to send an encoded tokenembedded in the associated contextually targeted display application tothe second server. The second server is programmed to receive and decodethe encoded token from the television system and log receipt of theencoded token in a memory.

Other aspects of systems and methods for automatically logging viewingevents on Internet-connected televisions are disclosed below.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1a shows an embodiment enabling specific video segments to beidentified by sampling the video frame buffer of a television, creatingfingerprints and then comparing those fingerprints to a previouslycached database of fingerprints of known programming. If a match isfound, the system determines if there is a system event scheduled to beassociated with the arrival of the programming and executes the event onthe client device while reporting the activity to the central system.

FIG. 1b shows an embodiment of a system and method for enabling acommercial client of the system to monitor specific televisionprogramming consumption in real-time, including the viewing ofinteractive information displayed locally by the television client,using an approach analogous to how Internet websites use tracking pixelsto monitor and record specific user's viewing of web pages.

FIG. 2 shows an embodiment of a system and a method for enablingreal-time identification of specific television programming consumptionby a service provider and then returning that information to acommercial client of the system without the client's involvement.

FIG. 3 shows a preferred embodiment of a system and method for enablingreal-time identification of specific television programming consumptionand returning that information in the form of a cookie to a commercialclient of the system through a trusted third-party intermediary servicein order to confirm delivery, with secondary confirmation returned tothe system to verify the third-party's report.

FIG. 4 shows an additional embodiment of a system and method forenabling real-time identification of specific television programmingconsumption and returning that information to a commercial client of thesystem through a trusted third-party intermediary service. Thisembodiment incorporates additional steps to provide control and serviceverification by the client through the use of encoded tokens managingthe display of events according to additional criteria. This is coupledwith robust auditing of each involved party's performance using encodedtokens and redundant confirmations that may be cross-checked to enableclient verification of service delivery.

FIG. 5 is a flowchart that summarizes an initial setup processingsequence utilized by certain embodiments, such as the example depictedin FIG. 3. This embodiment uses a video tracking URL to call the clientserver in a manner analogous to how traditional HTML, web pages obtaingraphic elements and other files from servers accessed over theInternet.

FIG. 6 is a flowchart that summarizes a second processing sequenceutilized by certain embodiments, such as the system depicted in FIG. 3.This embodiment enables relatively more robust tracking and confirmationservices to be offered to the customer as compared to certain otherembodiments.

FIG. 7 is a flowchart that summarizes an initial setup processingsequence utilized by certain other embodiments, such as the systemdepicted in FIG. 4. This embodiment accepts a coded token sent by thecustomer to provide additional data integrity and auditing capabilities.

FIG. 8 is a flowchart that summarizes a second processing sequenceutilized by other embodiments, such as the system depicted in FIG. 4.This processing sequence enables the delivery of more efficient customersupport features, including even more robust security features.

Reference will hereinafter be made to the drawings in which similarelements in different drawings bear the same reference numerals.

DETAILED DESCRIPTION

The means of using tracking pixels is a legacy from personal computersand web browsers. When a web browser addresses a web site, the webserver sends a program to the web browser in the form of hyper-textmarkup language (HTML), which itself contains many subprogram modulessuch as Java, Adobe Flash and JavaScript, among others. Furthermore,these elements often come from different servers.

All of the information (text, graphics, videos) is assembled by the HTMLprogram into a single displaying page within the computer's browser.Within the displayed page will be various windows, some with graphics,some with video. Also, on the web page will be advertisements fromvarious sponsors. The ads themselves are made up of HTML code. This HTMLcode will also contain Java, Flash, JavaScript and other programelements. This code is supplied to the web site operator by the adagency representing the advertiser.

Hundreds to thousands of lines of computer code instructs the computerweb browser on exactly what text, graphics and video to display,including what fonts to use, what color of text, color of background,precisely where text and pictures are displayed or video windows arepositioned. Among the program elements supplied by the ad agency will bea graphic element in JPEG or PNG format, just like what comes from adigital camera, called a ‘tracking pixel’. It might be a one-by-onepixel size and set to be 100% transparent so that it does not show inthe displayed content. However, when the computer browser executes theHTML code from the web site, when the program gets to the advertisement,the browser calls out across the Internet to the advertiser's servers(one for graphics, one for video (if any), and one for event tracking(auditing)) to get the various elements to form the ad window subsectionof the web page. The HTML reads a program element called a GET whichinstructs the program to call a URL to, among other things, obtainsomething needed for the rendering and display of a webpage. Whenexecuting this instruction (i.e., go get the graphic element at the URLaddress), it makes a call to the advertiser's server (hereinafter “adserver”) at that URL address. That ad server then sends the element (thetracking pixel, in this example) back to the web browser of the clientsystem. The display of the tracking pixel is irrelevant but the act ofthe ad server responding to the GET call from the web browser of theclient system causes an event to be logged that tells the advertiserthat an ad was displayed on a web page in, for example, Weehawken, N.J.The ad server will also log the time and date of the request.

This means of auditing advertisements allows a high degree of confidencein the system compared to a web site operator merely reporting back tothe advertiser the number of times a web page was displayed. However,the web site operator also wants to know how many times the ad wasdisplayed so it can track its own advertisement billing. Due to thecomplexities of web servers and web browser, a server may send one ormore pages of HTML, but not all of it gets displayed, so in the case ofthe example above, neither the web site operator nor the advertisercould know how often the ad had been displayed from only statistics ofthe web site operator's servers sending out the HTML code upon therequest of a web browser in some home.

In accordance with the systems disclosed hereinafter, the foregoingtracking pixel methodology is extended to smart TVs that contain a smallcomputer or processor programmed to execute a web browser application.This computer system inside the TV system can take over the screen ofthe TV and display the very same content one sees on a personalcomputer. However, the use of this computer system is usually towardproviding a “walled garden” of pre-programmed applications very similarto a smart phone. Such pre-loaded programs (applications) might be anapplication to watch movies from over the Internet or an application toget the latest news. The resulting user experience is almost identicalto a smart phone or iPad experience. In reality, these applications arebasically just pre-packaged web scripts usually written in HTML. Whenthe application runs, it invokes a software program call to a web serverto send all the information needed to display the web page. Of course,the information received from web site operator by the smart TV is in aformat suitable for a larger display 10 feet from the viewer as opposedto an iPad held in one's hands. This programmatic means by itself couldnot be applied to live television as this Internet language of HTML wasintended as a static means of linking information from multiplecomputers (not to be confused with the ability of webpages to displayvideo within windows on said web page).

The novelty of the video tracking pixel disclosed herein stems fromusing this underlying technology of tracking pixels, but extending itsutility into video by applying video matching whereby the act ofidentifying a video segment by a video matching means can be used totrigger a program to run in the computer system of a smart TV or set-topbox. When that program runs, part of its program code addresses adistant computer server to request that the server send a graphicelement back to the program operating in the smart TV or set-top box.The system of video tracking pixels is using existing Internetprogrammatic language and existing Internet server means used for theprior art of webpage tracking pixels.

The uses of tracking pixels in the context of television provides ameans for a third party to verify that a video segment of interest tothe third party has been displayed on a television. Again, this videosegment of interest could be an advertisement of a company's product oran advertisement of a competitor's product. For example, Competitor A,the Ford Motor company, might like to know how many times an ad of aCompetitor B, the Toyota Motor Company, is seen in a particular market.Competitor A can obtain this information by contracting the videotracking pixel service to place an application in every smart TV in amarket area of interest, e.g., New York City metropolitan area, thattriggers every time a Competitor B ad is displayed on the respective TV.In other uses, if the application that is triggered in the home displayscontextually targeted information (information that appears on thetelevision screen in a pop-up window), this event is audited by the samemeans as the previous example of simply detecting the display of a videosegment of interest. That is, the video tracking pixel provides anindependent means for the customer of a contextually targetedinformation service to verify the delivery to and subsequent display ofthe service to a multiplicity of televisions.

Current means of auditing the display of television programming oradvertisements are inexact because, for instance, the buyer of a TV adspot only knows how many times that buyer's ad was broadcast but not howmany TV sets were on and tuned to the channel when the ad was aired.Several companies have devised means to statistically measure householdTV viewing events but this is a very inexact science and cannotaccurately measure actually viewing. For instance, at a commercialbreak, the viewer might tune away to check another channel and miss theadvertisement. By means of the video tracking pixel methodologydisclosed in detail below, the actual viewing of the ad (or any videosegment of interest) can be measured. If the ad involves contextuallytargeted information, the display of this additional information canlikewise be verified.

Methods for matching viewed video with reference video stored in adatabase will now be described with reference to FIGS. 1a and 1b , whichdepict, on a high level, components of systems for enabling specificvideo segments to be identified by sampling the video frame buffer of atelevision. The systems shown in FIGS. 1a and 1b represent usefulexamples to provide background for additional embodiments of systems andmethods disclosed below with reference to FIGS. 2-4.

As can be seen in FIG. 1a , a matching server 101 (of a matching serversystem) receives reference video feeds 102 of a plurality of TV channelsor other video information, such as feature films or archival videofootage, and builds a reference database 103 of their digitalfingerprints that is stored in a computer memory. The fingerprints arecomposed of samples of at least a subset of the received video frames.These samples may be, but are not limited to, one or more videosub-areas of a video frame further processed by averaging or othertechniques known to those skilled in the art.

The matching server 101 preferably comprises a multiplicity of centrallylocated matching servers, only one of which is depicted in FIG. 1a .Each matching server may in turn comprise a multiplicity of processorsprogrammed to perform different functions, such video segmentrecognition and contextual targeting management. Each matching server inturn may communicate with a respective multiplicity of remotely locatedTV systems, only one of which is depicted in FIG. 1a . The system partlydepicted in FIG. 1a (and the systems partly depicted in FIGS. 1b and2-4) will be described with reference to a single TV systemcommunicating with a single matching server, although it should beunderstood that in practice multiple TV systems will communicate withmultiple matching servers.

Referring to FIG. 1a , the remotely located TV system 108 is capable ofcommunicating with the matching server 101 via communication channels106, 107 and 115 (e.g., the Internet). The TV system 108 may be a smartTV or a TV monitor with an external set-top controller. Videoprogramming from a TV video frame buffer (not shown in FIG. 1a ) isreceived by a TV client 109. The TV client 109 is a software applicationoperating in the computer or processor of TV System 108. The TV systemsamples the data from the TV video frame buffer and generates unknown(i.e., not yet identified) video fingerprints which are sent viacommunication channel 107 to the matching server 101 to be matched withdata in the reference database 103.

More specifically, the video fingerprints that result from theprocessing in the TV system 108 are passed via communication channel 107to a video segment recognition processor 105 that is part of thematching server 101. The fingerprints of the unknown video are generatedby the TV client 109 using an algorithm which is similar to thealgorithm used by the matching server 101 to store the reference videosin the reference database 103. The video segment recognition processor105 continuously searches the reference database 103, attempting to finda match of the incoming video fingerprints using a search meansaccording to methods known in the art such as the method taught byNeumeier et al. in U.S. Pat. No. 8,595,781, the disclosure of which isincorporated by reference herein in its entirety. When video segmentrecognition processor 105 finds a match of a known fingerprint inreference database 103 with an unknown fingerprint of a video segmentreceived from TV system 108, the video segment recognition processor 105sends a message to a contextual targeting manager 104 identifying thevideo segment being displayed by the TV system 108. (As used herein, theterm “manager” refers to a processor or computer programmed to executeapplication software for performing a data management or data processingfunction.) The contextual targeting manager 104 determines what, if any,events are to be associated with the detection of the newly identifiedvideo fingerprint from TV client 109. Upon determining the appropriateresponse, the contextual targeting manager 104 sends a coded trigger toan application manager 110 of the TV system 108 via communicationchannel 106. (The application manager 110 is software running on thesame processor in TV system 108 that the TV client software is runningon.) The application manager 110 launches and triggers or otherwisesignals the specific application that has been determined to beassociated with that event.

More specifically, the application manager 110 sends a trigger signal toa contextually targeted display application 112 via a communicationchannel 111. The TV system 108 may be loaded with multiple contextuallytargeted display applications. (The contextually targeted displayapplication 112 is software running on the same processor in TV system108 that the TV client software is running on.) In one example, acontextually targeted display application 112 may be invoked to displaya related graphic image overlaid on the video screen of the TV system108 with information related to, for example, a television advertisementcurrently being displayed. The graphic overlay comes from either anembedded graphic stored within the contextually targeted displayapplication (previously downloaded from the contextual targeting manager104). Or the image can come from an external website when thecontextually targeted display application renders the overlay. Similarto a web browser, the contextually targeted display application cancontain URLs that point to external web sites for requesting graphicsand/or videos.

Following display of the overlay, the contextually targeted displayapplication 112 sends an event complete message via communicationchannel 115 to the contextual targeting manager 104, which recordsoccurrence of the action. This last step is useful when an advertiser oranother third party wishes to receive confirmation of the display on aTV system 108 of the contextually targeted additional informationoverlay or even just that a video segment, such as an advertisement orpublic service announcement, has been displayed. In these cases, thecontextual targeting manager 104 might provide, for example, a log fileof occurrences by time and location to a third party.

FIG. 1b shows how one embodiment of the system would operate ifconfigured in a way similar to how many Internet websites monitorcontent consumption. Video programming from a TV video frame buffer ofTV system 108 is received by the TV client 109. As previously noted, theTV client 109 is a software application operating in the computer orprocessor of TV System 108, which is a smart TV or a TV monitor with anexternal set-top controller. The video stream is processed according tomethods known in the art such as taught by Neumeier et al. in U.S. Pat.No. 8,595,781.

The TV client 109 being monitored sends video fingerprints of what isbeing viewed, consisting of multiple samples per second of the unknownprogramming being displayed on the TV 109, to the matching server 101.These video fingerprints, which contain “clues” regarding the videosegment being viewed, are sent via communication channel 107 to thevideo segment recognition processor 105, which attempts to match the“clues” with data in the reference database 103 to identify theprogramming being viewed and a specific segment of the same in thesamples sent, and then passes a token pointing to that information andthe associated metadata for it to the contextual targeting manager 104.If and when such a segment of interest is identified, the contextualtargeting manager 104 then determines what, if any, actions are to beperformed. That determination is sent via communication channel 106 tothe application manager 110 of TV system 108, which routes theinformation (e.g., in the form of a software script) via a communicationchannel 111 to the contextually targeted display application 112. Thecontextually targeted display application 112 then sends a request for apiece of content to display via a communication channel 113 (e.g., theInternet) to an address based on a URI embedded in the software scriptthat was provided by the application manager 110. This request addressesa client server 116 somewhere on the Internet. The location of theclient server 116 is not material to the process disclosed herein (i.e.,the client server 116 can be located anywhere). The client server 116returns a data item, perhaps a small graphic (i.e., tracking pixel) withtransparent pixels (e.g., a .png file), via a communication channel 114.Upon receipt of this data item, the contextually targeted displayapplication 112 assembles the remainder of the display elements, if any,and presents an image on the screen of the TV system 108, much like aweb page is made up of addressable elements to be assembled by a webbrowser for display on a screen of a personal computer. The request forthe specific graphic element sent via communication channel 113 by thecontextually targeted display application 112 provides information tothe commercial client's server 116 that the TV system 108 has viewed thevideo segment of interest and that a contextually related graph overlayhas been presented. For example, the client server 116 may log thatevent when it sends the tracking pixel via communication channel 114 inresponse to receipt of a GET call via communication channel 113. (Aspreviously noted, the tracking pixel is not displayed on the TV system.The primary purpose for sending the tracking pixel in response to theGET call is to complete the request so that the GET call will not berepeated.)

Another task of the contextually targeted display application 112 mightbe to pass a confirmation (i.e., event logging) message viacommunication channel 115 back to the matching server 101 to be loggedfor perhaps billing purposes or network reliability monitoring. Thedisadvantage of this embodiment is that it requires that the commercialclient be an active participant in the process, burdened withmaintaining its own client server 116 with a database of graphicelements (also known to the art as tracking pixels) while loggingspecifics of the video segment matches found based on the receivedrequests for the graphics.

Optionally, a particular contextually targeted display application 112can be triggered to send a request for a tracking pixel, with otherinformation including a TV system identifier, location, etc., withoutrequesting any content to be displayed in a graphic overlay on the TVscreen. Since the request for a tracking pixel was triggered by thematching server 102 identifying an associated video segment beingviewed, the client server 116 could log that event (i.e., the display ofthe identified video segment on the identified TV system) upon receiptof the request for tracking pixel. This methodology would allow a clientserver to determine the number of TV systems which viewed a particularvideo segment within a region of interest even when contextuallytargeted material is not being supplied.

FIG. 2 depicts how another embodiment of the system would operate ifconfigured in a way to offload the administrative burden for thecommercial client of maintaining databases of graphic elements(“tracking pixels”) and corresponding access logging means on the clientserver 216. Video programming from a TV video frame buffer (not shown inFIG. 2) is received by a TV client 209. The TV system 208 samples thedata from the TV video frame buffer and generates unknown (i.e., not yetidentified) video fingerprints. The fingerprints of the unknown videoare generated by the TV client 209 using an algorithm which is similarto the algorithm used by the matching server 201 to store the referencevideos in the reference database 203. The video fingerprints contain“clues” regarding what is being viewed consisting of multiple samplesper second of the unknown programming being displayed on the screen ofthe TV system 208. These clues are sent via communication channel 207 tothe matching server 201 to be matched with data in the referencedatabase 203. More specifically, the clues that result from theprocessing in the TV system 208 are passed via communication channel 207to the video segment recognition processor 205. The video segmentrecognition processor 205 continuously searches the reference database203 attempting to find a match of the incoming video fingerprints. Whenvideo segment recognition processor 205 finds a match of a knownfingerprint in reference database 203 with an unknown fingerprint of avideo segment received from TV system 208, the video segment recognitionprocessor 205 sends a message to a contextual targeting manager 204identifying the video segment being displayed by the TV system 208. Thecontextual targeting manager 204 determines what, if any, events are tobe associated with the detection of the newly identified videofingerprint from TV client 209. Upon determining the appropriateresponse, the contextual targeting manager 204 sends a coded trigger toan application manager 210 of the TV system 208 via communicationchannel 206. The application manager 210 launches and triggers orotherwise signals the specific contextually targeted display application212 that has been determined to be associated with that trigger andevent. More specifically, the application manager 210 sends a triggersignal to a contextually targeted display application 212 via acommunication channel 211. In one example, a contextually targeteddisplay application 112 may be invoked to display a related graphicimage overlaid on the video screen of the TV system 208 with informationrelated to, for example, a television advertisement currently beingdisplayed. The contextually targeted display application 212 sends anevent complete message via communication channel 215 to the contextualtargeting manager 204, which records occurrence of the action forinternal tracking and accounting purposes. The contextual targetingmanager 204 also sends a confirmation report via communication channel217 (e.g., the Internet) to the client server 216 to confirm thedetection of the video segment displayed on TV system 208. Whilereasonably efficient, this embodiment lacks the ability to support theneeds of the commercial client to ensure sufficient accuracy of thevideo identification information received.

FIG. 3 shows how a particularly advantageous embodiment of the systemwould operate when configured in a way that interposes a displayconfirmation auditing server 318 as part of the process This enables thecommercial client server 316 to obtain independent verification of thenumbers of “hits” or viewings of their advertisement or some otherparticular video segment. Although the display confirmation auditingserver 318 is shown separate from the client server 316 in FIG. 3, thetwo servers may be combined into one server. In the case where thedisplay confirmation auditing server is separate, server 318 may beoperated by a trusted third party.

Still referring to FIG. 3, video programming from a TV video framebuffer (not shown in FIG. 3) is received by a TV client 309. The TVsystem 308 samples the data from the TV video frame buffer and generatesunknown (i.e., not yet identified) video fingerprints. The fingerprintsof the unknown video are generated by the TV client 309 using analgorithm which is similar to the algorithm used by the matching server301 to store the reference videos in the reference database 303. Thevideo fingerprints contain “clues” regarding what is being viewedconsisting of multiple samples per second of the unknown programmingbeing displayed on the screen of the TV system 308. These clues are sentvia communication channel 307 to the matching server 301 to be matchedwith data in the reference database 303. More specifically, the cluesthat result from the processing in the TV system 308 are passed viacommunication channel 307 to the video segment recognition processor305. The video segment recognition processor 305 continuously searchesthe reference database 303 attempting to find a match of the incomingvideo fingerprints. When video segment recognition processor 305 finds amatch of a known fingerprint in reference database 303 with an unknownfingerprint of a video segment received from TV system 308, the videosegment recognition processor 305 sends a message to a contextualtargeting manager 304 identifying the video segment being displayed bythe TV system 308. The contextual targeting manager 304 determines what,if any, events are to be associated with the detection of the newlyidentified video fingerprint from TV client 309. Upon determining theappropriate response, the contextual targeting manager 304 sends a codedtrigger to an application manager 310 of the TV system 308 viacommunication channel 306. The application manager 310 launches andtriggers or otherwise signals the specific contextually targeted displayapplication 312 that has been determined to be associated with thatevent. More specifically, the application manager 310 sends a triggersignal to that contextually targeted display application 312 via acommunication channel 311. In one example, a contextually targeteddisplay application 312 may be invoked to display a related graphicimage overlaid on the video screen of the TV system 308 with informationrelated to, for example, a television advertisement currently beingdisplayed. The contextually targeted display application 312 isprogrammed to notify the confirmation auditing server 318 viacommunication channel 315 a that the video segment of interest(typically identified by its time stamp and associated metadata providedby the matching server 301) has been viewed by a certain TV system 308that has been appropriately identified by device, time, location, orother information through the associated metadata. This notification mayinclude a request that the client server 316 (maintained by thecommercial client for the video segment viewing detection service) senda tracking pixel, which tracking pixel is sent via communication channel315 b. The confirmation auditing server 318 in turn passes an auditedevent report containing a viewing detection event indicator andassociated metadata via a communication channel 319 to the client server316.

Optionally, the contextually targeted display application 312 also sendsa confirmation of the event via communication channel 317 b to thecontextual targeting manager 304, thereby providing a single source forboth billing and verification data, for example. Optionally, theconfirmation auditing server 318 may also provide a message via acommunication channel 317 a to the contextual targeting manager 304indicating that the client server 316 has been notified. This meansmight be used to maintain an internal display confirmation audit trailof the confirmation auditing server 318.

FIG. 4 depicts yet another embodiment of the system with certainadditional advantages. As seen in FIG. 4, the video client 409 of the TVsystem 408, such as a television set or other video display means,receives video programming. As in the other embodiments, videoprogramming from a TV video frame buffer (not shown in FIG. 4) isreceived by a TV client 409. The TV system 408 samples the data from theTV video frame buffer and generates unknown (i.e., not yet identified)video fingerprints. The fingerprints of the unknown video are generatedby the TV client 409 using an algorithm which is similar to thealgorithm used by the matching server 401 to store the reference videosin the reference database 403. The video fingerprints contain “clues”regarding what is being viewed consisting of multiple samples per secondof the unknown programming being displayed on the screen of the TVsystem 408. These clues are sent via communication channel 407 to thematching server 401 to be matched with data in the reference database403. More specifically, the clues that result from the processing in theTV system 408 are passed via communication channel 407 to the videosegment recognition processor 405. The video segment recognitionprocessor 405 continuously searches the reference database 403attempting to find a match of the incoming video fingerprints. Whenvideo segment recognition processor 405 finds a match of a knownfingerprint in reference database 403 with an unknown fingerprint of avideo segment received from TV system 408, the video segment recognitionprocessor 405 sends a message to a contextual targeting manager 404identifying the video segment being displayed by the TV system 408. Thecontextual targeting manager 404 determines what, if any, events are tobe associated with the detection of the newly identified videofingerprint from TV client 409. Upon determining the appropriateresponse, the contextual targeting manager 404 sends a coded trigger toan application manager 410 of the TV system 408 via communicationchannel 406. The application manager 410 launches and triggers orotherwise signals the specific application that has been determined tobe associated with that event.

More specifically, the video segment recognition processor 405 attemptsto match the received clues to the reference data in the database 403 toidentify the programming and specific segment of same in the samplessent, and passes a token pointing to that information and the associatedmetadata for it to the contextual targeting manager 404. If and whensuch a segment of interest is identified, the contextual targetingmanager 404 then determines what, if any, actions are to be performed.When an action is to take place on the TV system 408, that determinationis sent via communication channel 406 to the application manager 410along with a token and/or encryption seed (public key value) receivedfrom the client server 416 via a communication channel 421. The tokenand/or encryption seed may subsequently be used by client server 416 touniquely identify, for verification or other purposes, any event,action, or metric associated with the token. The application manager 410then routes that information via communication channel 411 to thecontextually targeted display application 412, which then displays arelated graphic image overlaid on the video screen of the TV system 408.The contextually targeted display application 412 is programmed tonotify the confirmation auditing server 418 via communication channel415 a that the video segment of interest (typically identified by itstime stamp and associated metadata provided by the matching server 401)has been viewed by a certain TV system 408 that has been appropriatelyidentified by device, time, location, or other information through theassociated metadata. This notification may include a request that theclient server 416 send a tracking pixel, which tracking pixel is sentvia communication channel 415 b. The confirmation auditing server 418 inturn passes an audited event report containing a viewing detection eventindicator and associated metadata via a communication channel 419 to theclient server 416.

Optionally, the contextually targeted display application 412 also sendsa confirmation of the event via communication channel 417 b to thecontextual targeting manager 404. Optionally, confirmation auditingserver 418 may also provide a message via a communication channel 417 ato the contextual targeting manager 404 indicating that the clientserver 416 has been notified. Optionally, the contextual targetingmanager 404 sends an unaudited event report to the client server 416 viaa communication channel 420.

It will be apparent to one skilled in the art that a token as describedabove can be gainfully applied to the task of identifying confirmationsreceived by the third-party verification service 418 from the TV system408. For example, the client server 416 could supply a unique token foreach of the top 120 demographic marketing areas (DMA) of the UnitedStates. It would then be the responsibility of the matching server 401to distribute the respective tokens to TV systems residing in therespective DMAs in advance of the anticipated use of the tokens. Whenthe system disclosed herein detects a video segment, such as a TVadvertisement, and the TV system 408 is instructed to send a message tothe third-party verification service 418, a token identifying the DMAregion is passed as part of the message. This assists the client server416 in classifying the collected data. The tokens can be created forclassification tasks in addition to the example of regionalidentification disclosed herein. Also a plurality of combinations ofparameters can be assigned to tokens or multiple tokens can bedistributed to the TV systems for any combination of useful metrics.

If the client has supplied an encryption seed as a token or in additionto a token, such as a public key value of a public key/private keyencryption pair, the encryption seed may be algorithmically processed bythe computing means of the TV system 408 to generate a unique encryptedcode that, when passed to the third-party verification service 418, isfurther passed back to the client server 416 for positive identificationof specific TV systems and any video segments viewed upon those specificTV systems.

FIG. 5 presents a flowchart that summarizes a key setup process sequenceutilized by certain embodiments, such as the system depicted in FIG. 3.In this flowchart, the process is initiated with a first step 501, whichinvolves the reception of a video tracking pixel universal resourcelocator (URL) from the client server 316 by the matching server 301 fromthe display confirmation auditing means 318 via communication channel317 a. Then in step 102, this URL is embedded in a contextually targeteddisplay application 312 associated with the commercial customer (i.e.,client server 316). In step 503, this contextually targeted displayapplication is then sent to selected TV clients of respective TV systems308, such as smart TVs or set-top boxes, in the regional, metropolitan,or local viewing area of interest to the commercial customer. In thenext step 504, an event execution list is created via the contextualtargeting manager 304. The final step 505 in this process is to sendapplication manager 310 (in the targeted TV system 308) an event listwhich associates event trigger codes from the contextual targetingmanager 304 with specific contextually targeted display applications 312stored in the memory means of the TV system 308. The receipt of an eventtrigger code from the contextual targeting manager 304 will causeapplication manager 310 to launch a specific contextually targeteddisplay application 312 associated with that code.

FIG. 6 shows a flowchart that summarizes a second processing sequenceutilized by certain embodiments, an example of which is the systemdepicted in FIG. 3. As the process starts in step 601, the TV system 308receives one or more contextually targeted display applications 312 fromthe matching server 301. In step 602, the application manager 310receives an event trigger list from contextual targeting manager 304which matches the contextually targeted display applications to triggercodes sent via contextual targeting manager 304. In step 603, the TVclient 309 sends video information from the TV display to the videosegment recognition processor 305, which is a subsystem of the matchingserver 301. In step 604, the video segment recognition processor 305monitors video from a plurality of TV systems and reports matches ofunknown video segments from those TV systems to known video segmentsstored in a database associated with the matching server 301. The resultof this identification (i.e., matching) of the unknown video segments issent to the contextual targeting manager 304. In step 605, thecontextual targeting manager 304 matches identified video segments to alist of events associated with the identified video segment. In step606, when a particular video segment matches with an associated event,it causes the contextual targeting manager 304 to send a trigger toapplication manager 310, which is part of the TV system 308. In step607, when the application manager 310 receives a trigger from thecontextual targeting manager 304, application manager 310 launches thecontextually targeted display application 312 that has been associatedwith the received trigger.

FIG. 6 assumes that the display confirmation auditing server 318 isincorporated in the client server 316. In this configuration, uponexecution, the contextually targeted display application 312 addressesthe URL embedded in the application (step 608) via communication channel315 a to obtain the designated video tracking pixel from the clientserver 316. Step 609 involves the client server 316 sending the trackingpixel via communication channel 315 b and recording the request for thetracking pixel to confirm that the associated contextually targeteddisplay application 312 has been run on TV system 308. In step 610, thecontextually targeted display application 312 also sends the matchingserver 301 an event confirmation in the form of a token to confirmexecution of the contracted service, completing the process.

FIG. 7 presents a flowchart that summarizes a key setup process sequenceutilized by certain embodiments, such as the system depicted in FIG. 4.In this flowchart, the process is initiated by the first step 701, whichinvolves the reception of a video tracking pixel URL from the clientserver 316 by the matching server 401 via a communication channel 421.In step 702, the URL with an associated data token is embedded in acontextually targeted display application associated with the commercialcustomer (client server 416) for the service. In step 703, thecontextually targeted display application 412 is then sent to a selectedTV system 408 in the regional or local viewing area of interest. In thenext step 704, an event execution list is created via the contextuallytargeting manager 404. The final step 705 in this process is to sendapplication manager 410 an event list which associates trigger codes tobe received from the contextual targeting manager 404 with contextuallytargeted display applications to be executed (launched) upon receipt ofthose trigger codes by the application manager 410.

FIG. 8 shows a flowchart that summarizes a modified processing sequenceutilized by certain embodiments, an example of which is the systemdepicted in FIG. 4. As the process starts in step 801, the applicationmanager 410 receives one or more contextually targeted displayapplications from the contextual targeting manager 404 of the matchingserver 401. In step 802, the application manager 410 receives a cue listfrom the contextual targeting manager 404 which matches contextuallytargeted display applications to the trigger codes. In step 803, the TVclient 409 sends video information from the TV display to the videosegment recognition processor 405 in the matching server 401. In step804, the video segment recognition processor 405 monitors video from aplurality of TV systems and reports identified video segments from thoseTV systems to the contextual targeting manager 404. In step 805, thecontextual targeting manager 404 matches identified video segments to alist of events associated with the identified video segment. In step806, when a particular video segment matches with an associated event,it causes the contextual targeting manager 404 to send a trigger toapplication. manager 410 in TV system 408. In step 807, when theapplication manager 410 receives a trigger from the contextual targetingmanager 404, the application manager 410 launches the contextuallytargeted display application 412 which the application manager 410determines to be associated with that trigger.

FIG. 8 assumes that the display confirmation auditing server 318 isincorporated in the client server 316. In this configuration, uponexecution, the launched contextually targeted display application 412 instep 808 calls the URL embedded in that application and sends a datatoken that may also be embedded in that application or, alternatively,previously stored in a known location in a memory of the TV system 408.Step 809 involves the client server 416 recording a request for atracking pixel to confirm that the associated contextually targeteddisplay application 412 has been run on TV system 408. In step 810, thecontextually targeted display application 412 also sends an eventconfirmation in the form of a token to the matching server 401 toconfirm execution of the contracted service, completing the process.

While systems and methods have been described with reference to variousembodiments, it will be understood by those skilled in the art thatvarious changes may be made and equivalents may be substituted forelements thereof without departing from the scope of the teachingsherein. In addition, many modifications may be made to adapt theconcepts and reductions to practice disclosed herein to a particularsituation. Accordingly, it is intended that the subject matter coveredby the claims not be limited to the disclosed embodiments.

As used in the claims, the term “computer system” should be construedbroadly to encompass a system having at least one computer or processor,and which may have multiple computers or processors that communicatethrough a network or bus. As used in the preceding sentence, the terms“computer” and “processor” both refer to devices comprising a processingunit (e.g., a central processing unit) and some form of memory (i.e.,computer-readable medium) for storing a program which is readable by theprocessing unit.

The method claims set forth hereinafter should not be construed torequire that the steps recited therein be performed in alphabeticalorder (alphabetical ordering in the claims is used solely for thepurpose of referencing previously recited steps) or in the order inwhich they are recited. Nor should they be construed to exclude anyportions of two or more steps being performed concurrently oralternatingly.

What is claimed is:
 1. A method comprising: storing a plurality ofcontextual applications, wherein a contextual application is associatedwith a video segment, wherein the contextual application is associatedwith an address, and wherein the address identifies an additional serverused for logging a viewing event corresponding to the contextualapplication; generating a fingerprint, wherein the fingerprint isassociated with a frame being displayed; transmitting the fingerprint,wherein when the fingerprint is received at a matching server, thematching server determines a reference data set similar to thefingerprint, and wherein the matching server generates a signalidentifying a particular contextual application corresponding to thereference data set; receiving the signal; identifying, using the signal,the particular contextual application; determining a particular addressassociated with the particular contextual application, wherein theparticular address identifies a particular additional server used forlogging a viewing event corresponding to the particular contextualapplication; and sending a message using the particular address, whereinreceiving the message at the particular additional server causes theparticular additional server to log a viewing event corresponding to theparticular contextual application.
 2. The method of claim 1, wherein themessage includes information identifying a media system.
 3. The methodof claim 1, wherein the message includes information indicative of ageographical location of a media system.
 4. The method of claim 1,wherein the fingerprint is generated from one or more pixels of theframe.
 5. The method of claim 1, wherein the frame is being displayed bya media system, and wherein the media system performs the storing, thegenerating, the transmitting, the receiving of the signal, and theidentifying.
 6. The method of claim 1, wherein the determining and thesending is performed by the particular contextual application.
 7. Themethod of claim 1, further comprising: executing the particularcontextual application in response to receiving the signal.
 8. A systemcomprising: one or more processors; and a non-transitorycomputer-readable medium containing instructions that, when executed bythe one or more processors, cause the one or more processors to: store aplurality of contextual applications, wherein a contextual applicationis associated with a video segment, wherein the contextual applicationis associated with an address, and wherein the address identifies anadditional server used for logging a viewing event corresponding to thecontextual application; generate a fingerprint, wherein the fingerprintis associated with a frame being displayed; transmit the fingerprint,wherein when the fingerprint is received at a matching server, thematching server determines a reference data set similar to thefingerprint, and wherein the matching server generates a signalidentifying a particular contextual application corresponding to thereference data set; receive the signal; identify, using the signal, theparticular contextual application; determine a particular addressassociated with the particular contextual application, wherein theparticular address identifies a particular additional server used forlogging a viewing event corresponding to the particular contextualapplication; and send a message using the particular address, whereinreceiving the message at the particular additional server causes theparticular additional server to log a viewing event corresponding to theparticular contextual application.
 9. The system of claim 8, wherein themessage includes information identifying a media system.
 10. The systemof claim 8, wherein the message includes information indicative of ageographical location of a media system.
 11. The system of claim 8,wherein the fingerprint is generated from one or more pixels of theframe.
 12. The system of claim 8, wherein the frame is being displayedby a media system.
 13. The system of claim 8, wherein the instructionsfurther cause the one or more processors to: execute the particularcontextual application in response to receiving the signal.
 14. Acomputer-program product tangibly embodied in a non-transitorymachine-readable storage medium of a media system, includinginstructions that, when executed by the one or more processors, causethe one or more processors to: store a plurality of contextualapplications, wherein a contextual application is associated with avideo segment, wherein the contextual application is associated with anaddress, and wherein the address identifies an additional server usedfor logging a viewing event corresponding to the contextual application;generate a fingerprint, wherein the fingerprint is associated with aframe being displayed; transmit the fingerprint, wherein when thefingerprint is received at a matching server, the matching serverdetermines a reference data set similar to the fingerprint, and whereinthe matching server generates a signal identifying a particularcontextual application corresponding to the reference data set; receivethe signal; identify, using the signal, the particular contextualapplication; determine a particular address associated with theparticular contextual application, wherein the particular addressidentifies a particular additional server used for logging a viewingevent corresponding to the particular contextual application; and send amessage using the particular address, wherein receiving the message atthe particular additional server causes the particular additional serverto log a viewing event corresponding to the particular contextualapplication.
 15. The computer-program product of claim 14, wherein themessage includes information identifying a media system.
 16. Thecomputer-program product of claim 14, wherein the message includesinformation indicative of a geographical location of a media system. 17.The computer-program product of claim 14, wherein the fingerprint isgenerated from one or more pixels of the frame.
 18. The computer-programproduct of claim 14, wherein the frame is being displayed by a mediasystem, and wherein the media system performs the storing, thegenerating, the transmitting, the receiving of the signal, and theidentifying.
 19. The computer-program product of claim 14, wherein thedetermining and the sending is performed by the particular contextualapplication
 20. The computer-program product of claim 14, wherein theinstructions further cause the one or more processors to: execute theparticular contextual application in response to receiving the signal.